3/13/2021 Engro Foods Marketing

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3/13/2021 Engro Foods Marketing

Engro Foods Marketing

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Usman Manzoor, Contractor at oDesk

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Published on Feb 13, 2014

Published in: Marketing

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3/13/2021 Engro Foods Marketing

Saad Kapadia , --
1 year ago

Sabir Ali Birmani

1 year ago

Engro Corporation
Nimra Butt Introduction o Engro Corporation Limited (formerly known as .Engro Chemical
3 years ago

muhammad osama ghazali , Assistant Engineer at K-Electric at K-Electric

3 years ago

Fahad Hussain
4 years ago

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Engro Foods Marketing

1. 1. Marketing Final Project Presentation Professor Madiha Munawar Group Members Usman Manzoor
(0083) Maryam Hussain (0078) Zunaira Shakeel (0085) Umm-e-Rubab (166)
2. 2. Engro Corporation Introduction o Engro Corporation Limited (formerly known as .Engro Chemical
Pakistan Limited.) is one of the largest industrial corporations in Pakistan. It operates in various sectors o •

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3/13/2021 Engro Foods Marketing

Fertilizer • Food • Energy • Chemical • Business Automation Solutions

3. 3. Business Type Fertilizer Food Beverages Chemicals Polymers Power Generation
Petrochemical
4. 4. Engro Foods Ltd Introduction o Engro Foods Limited was formed as a wholly owned subsidiary of
Engro Corporation in 2005. It start its operation in 2006 and become major player in Food industry. It
launches multiple products o o • Ice Cream • Flavored Milk • Fruit Juices • Milk Powders
5. 5. Vision & Mission Statement Vision Statement “To be the premier Pakistani enterprise with a global
reach, passionately pursuing value creation for all stakeholders” Mission Statement “Our mission is
twofold, to help farmers maximize their farm produce by providing quality plant nutrients and technical
services upon which they can depend. To create wealth by building new businesses based on company and
country strengths in petrochemicals, information technology, infrastructure, food and other agriculture
sectors.”
6. 6. Objectives and goals: Engro Foods main objectives are to supply everyone their favorite Olper’s Milk
Business
and toType
satisfy Fertilizer
the consumerFood Beverages
need and Chemicals
wants. EngoFoods Polymers
second objective isPower Generation
to increase the value for the
stakeholders and company value. We want to be the major player in the food industry.
7. 7. Introduction to Leaders Mr. Hussain Dawood (Chairman) Mr. Asad Umer (Ex. President & CEO) Mr.
Ali-u-din Ansari (President & CEO)
8. 8. Quick Facts & Figures 12 Brands 1,243 Employees 45% Market Share of Dairy Products
Market Share in 310 Cities in Pakistan 18 states in USA 4 Provinces in Canada 18th Largest Customer
of Tetra Pak World Wide 2nd Largest Company of Chilled Milk Collection of Pakistan 900 Milk
Collection Centers 35,000 farmers directly linked with EFL
9. 9. Products Portfolio
10. 10. Competitors
11. 11. Business Level Strategy: Engro Foods wants to achieve more market share than other competitors. In
order to achieve the more competitive advantage company uses the differential strategy by differentiate its
products from other competitors. Engro Foods differentiate itself in the form of taste, quality and
availability of their product in the market.
12. 12. Market Segmentation: Demographic Segmentation Psychographic Segmentation Behavioral
Segmentation
13. 13. Demographic Segmentation Engro foods are not particularly bound with any age pr any lifecycle
stage. The brands of Engro Foods are made for all level and middle and low level classes of Pakistan
Psychographic Segmentation On the basis of psychographic, factors such as personal traits, brand loyalty,
personal satisfaction, values, lifestyles Engro Marketers segment market according to these particular
factors to get more and more sales and company goodwill and fame Behavioral Segmentation Engro
product have been segmented into the behaviors and perceptional factors that consumers get benefits and
values for Engro's products by using their Milk and Other brands that loyally fulfill their level of
satisfaction and other factors that directly target to their behaviors towards the brands and the company
14. 14. Engro Foods Marketing Mix Strategies
15. 15. Product Product Variety: A wide range of dairy ice creams and frozen deserts. Quality: Premium ice
Petrochemical
cream rich in calcium and which is fresh every time. Design: Includes ice pop, Choc bar, dairy ice cream
and pop sticks. Features: Made from fresh milk and ice cream and high nutrition Product Names: Olpers,
Olfrute, Omore Omung Lassi, Dairy Omung Olwell, Frozen ice pops Packaging: High quality and eye
catching packing, Packing color ranges red, blue, yellow, orange and green. Packaging is colorful Sizes:
Sizes includes 1ltr. And half ltr. For dairy milk, chic bars serve ice cream are of different sizes. Service:
Satisfying customers with warranty and money back guarantee Returns: Only in case when products are
expired
16. 16. Price Cups Rs 20 Soft Serve ice cream Rs 10-50 1Ltr. Ice cream Tub Rs 150 2 Ltr. Ice cream Tub Rs
275 Cones Rs 30 Ice pop Rs 10 Olpers per Ltr. Rs 105 Olwell Cream Rs 80 The prices of its competitor
(WALLS) more or less the same and price of liter ice cream is less then Walls which is great strategy
Omore offers a 16% margin to retail traders and shop keepers which are slightly lower than Walls, who
offer a margin of 20% to shopkeepers. They are new in the market and do not have the same relationship
with retailers like Walls
17. 17. Place Channels: Sells directly to the end user through retailers and shopkeepers. This is trend in
Pakistan followed by many FMCG’s. Coverage: Engro Products for the time being is only available in
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limited areas on Punjab and available throughout Pakistan. The company started off its operation in
Punjab because it has the largest population. Transport: Engro products are transported to retailers and
shopkeepers through private transportation firms and also through few trucks owned by company
Locations: Available at large/medium and small sized bakeries, grocery stores and pharmacies in Pakistan-
Sell their products directly to consumers using cycles and their own personnel. This strategy has been in
practice for many years and is being used by Walls and Hico.
18. 18. Promotion Advertising: Vehicle Advertising, Outdoor billboards, Point of sale Displays and Ads on
televisions. Advertisements are mostly colorful reminiscent to their ice cream packaging. When Engro
foods was initially launched they adopt a unique way of advertising. Message: Linked Engro foods with
joy and happiness so their tagline/ slogans is ART OF HAPINESS linked with consumers and got review
of different product using various medium social communications e.g. Facebook and Orkut linked their ice
cream with other brand names like Olpers and Olwell. This promoted their other brands as well which are
also relatively new in the market.
Engro
19. 19.Foods
SWOTLtd Introduction o Engro Foods Limited was formed as a wholly owned subsidiary of Engro
Analysis
20. 20. Strength Quality products Suitable Brand Names Good Packaging Motivational
Slogans Best Marketing Campaign Strong Relationship with Farmers Strong back by Engro Corporation
Good Consumer Response Strong Research & Development
21. 21. Weaknesses Depend on Tetra Pack No Powder Milk Production Ability Engro Foods have 40
milk collection center in Pakistan which are not enough for increased demands Have only one Dairy
farm which is not enough provide required quantity of Milk
22. 22. Opportunity Increase in consumption of processed milk by the consumer Population growth
High migration rate of people to Cities Flexible Government policy for food industry Improvement
in Literacy Rate Have enough funds to expand their Operations
23. 23. Threats High Inflation Rate Law and Order Situation Low purchasing power of the People
Giant Competitor in the Market New Companies Arrival
24. 24. Recommendations/ Suggestions Engro Foods should have much diversified bi-product line of dairy
products like Nestle & Haleeb. They should introduce new promotions to get customers’ attention
EFL should expand its dairy farms so that they can get competitive advantage. EFL should focus on
Market Penetration, Market Development and Product Development strategies with more efforts to be
the market leader. They should go expand its capacity to enter into in international market like
Nestle. Engro Foods can be into Co-branding with other brands like Olper’s with Lipton tea bags, Olper’s
with different biscuits etc. to increase their sales They can also move towards other foods products like
Nestle launch Kit Kat Chocolate, Meggi Noodles, Sweets Candies etc.
25. 25. Conclusion Engro is going to be a market leader due to different reason like its financial position,
product quality, R & D, market share, sales growth etc. Its price is more or less equal to its competitors, it
matches its quality with its competitors and capturing its competitor’s share from market. Engro is using
its brand name and its packaging is good to promote its products and EFL is becoming very popular as
compared to its competitors. Company has planned to make Omore world class premier quality brand
like existing brands of Engro Foods. Company is also working on cereals in coming years. They has
Corporation
plannedin to
20...
move other dairy products as are offering by its competitors Nestle like yogurt, flavoured
yogurt (raita), cereal for babies etc. Foods competitors Nestle and Haleeb are biggest threat. There are
opportunities and doors for new players are open who can be the future competitors. Consumer is aware
now, there is need to maintain the quality of products. Consumers perceptions and price differentials can
cause threat for the company, Consumer’s preferences changes timely and prices might create certain
barriers in terms of the profit margins for ENGRO FOODS. In short Engro Foods should grow and
maintain its position. That is why EFL is increasing Market Penetration, Market Development & Product
Development strategies.
26. 26. THANK YOU Questions & Answers

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3/13/2021 Engro Foods Marketing

Vision & Mission Statement Vision Statement “To be the premier Pakistani enterprise with a global reach,

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× Introduction to Leaders Mr. Hussain Dawood (Chairman) Mr. Asad Umer (Ex. President & CEO) Mr. Ali-u-

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Quick Facts & Figures 12 Brands 1,243 Employees 45% Market Share of Dairy Products Market
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3/13/2021 Engro Foods Marketing

Products Portfolio

Competitors

https://www.slideshare.net/coolusman000/engro-foods-marketing 10/29
3/13/2021 Engro Foods Marketing

Business Level Strategy: Engro Foods wants to achieve more market share than other competitors. In order to

achieve the mo...

https://www.slideshare.net/coolusman000/engro-foods-marketing 11/29
3/13/2021 Engro Foods Marketing

Market Segmentation: Demographic Segmentation Psychographic Segmentation Behavioral

Segmentation

https://www.slideshare.net/coolusman000/engro-foods-marketing 12/29
3/13/2021 Engro Foods Marketing

Demographic Segmentation Engro foods are not particularly bound with any age pr any lifecycle stage. The

brands of Engro F...

https://www.slideshare.net/coolusman000/engro-foods-marketing 13/29
3/13/2021 Engro Foods Marketing

Engro Foods Marketing Mix Strategies

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3/13/2021 Engro Foods Marketing

Product Product Variety: A wide range of dairy ice creams and frozen deserts. Quality: Premium ice cream

rich in calcium a...

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3/13/2021 Engro Foods Marketing

Price Cups Rs 20 Soft Serve ice cream Rs 10-50 1Ltr. Ice cream Tub Rs 150 2 Ltr. Ice cream Tub Rs 275

Cones Rs 30 Ice pop ...

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3/13/2021 Engro Foods Marketing

Place Channels: Sells directly to the end user through retailers and shopkeepers. This is trend in Pakistan

followed by ma...

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3/13/2021 Engro Foods Marketing

Promotion Advertising: Vehicle Advertising, Outdoor billboards, Point of sale Displays and Ads on

televisions. Advertiseme...

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3/13/2021 Engro Foods Marketing

SWOT Analysis

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3/13/2021 Engro Foods Marketing

Strength Quality products Suitable Brand Names Good Packaging Motivational

Slogans Best Marketing Cam...

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3/13/2021 Engro Foods Marketing

Weaknesses Depend on Tetra Pack No Powder Milk Production Ability Engro Foods have 40 milk

collection center in Pak...

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3/13/2021 Engro Foods Marketing

Opportunity Increase in consumption of processed milk by the consumer Population growth High

migration rate of peo...

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3/13/2021 Engro Foods Marketing

Threats High Inflation Rate Law and Order Situation Low purchasing power of the People Giant

Competitor in the Ma...

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3/13/2021 Engro Foods Marketing

Recommendations/ Suggestions Engro Foods should have much diversified bi-product line of dairy products

like Nestle & ...

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3/13/2021 Engro Foods Marketing

Conclusion Engro is going to be a market leader due to different reason like its financial position, product

quality, R...

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3/13/2021 Engro Foods Marketing

THANK YOU Questions & Answers

Engro Foods Marketing

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Engro Foods Marketing

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